IHOP admits it 'faked' IHOb to promote new burgers

Ceria Alfonso
Julio 10, 2018

IHOb is back to being IHOP.

The California-based breakfast chain said on its social media platforms that the change back to "IHOP" would coincide with its 60th anniversary.

IHOP is officially back to its original identity as the International House of Pancakes.

IHOP announced on Facebook that its name change was a hoax to promote new burgers, according to KATU-2.

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Heartbroken Twitter users expressed their confusion, but as IHOP said in a tweet, "We just had some burgers to bromote".

But it moved conversation away from pancakes for a minute, a rebrand that Business Insider called an "incredible strategic move".

Hollis Johnson/Business InsiderIHOP will continue to sell both pancakes and burgers. The promotional campaign, which drew widespread criticism on social media, invited fans to guess what the "B" stood for, ultimately revealing that "IHOb" reflected a new focus on a line of "Ultimate Steakburgers". IHOP's "word of mouth" score skyrocketed following the name change, according to YouGov BrandIndex data. Following the IHOb name change, that figure increased to 30%, the highest score since late 2012. Hopefully no one got too attached to the alternative "IHOb" name in the process. The internet was outraged at the move, either because of IHOP betraying its initial goal as a pancake emporium or that it was just some kind of elaborate marketing scheme.

"The pancakes haven't gone anywhere".

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